PRSA Detroit Chapter APR Accreditation Prep Lolita Cummings Carson APR Media Public amp Policy Makers each has an agenda Agenda a set of issues that are communicated Multidirectional any party can begin the process ID: 605749
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Public Relations TheoryPRSA – Detroit Chapter APR Accreditation Prep
Lolita
Cummings Carson, APRSlide2
Media, Public & Policy Makers (each has an agenda)Agenda – a set of issues that are communicatedMulti-directional (any party can begin the process)Flint Water Crisis
Agenda Setting TheorySlide3
Agenda Setting TheorySlide4
Dove Campaign for Real Beauty
Diffusion TheorySlide5
Diffusion of innovations – We are creatures of habit and resistant to change.Change takes a long time – and cannot be accomplished by news alone. People need to talk about it, to consider it, to accept it.
Diffusion TheorySlide6
People adopt an idea or behavior after going through five steps:Awareness People become aware of an idea or product. Social media can
be
an excellent
vehicle.
Interest
People
seek
more
information.
Evaluation People
ask others for their opinion, research. Trial People try it or have some form of participation. Adoption People are all in and may look for positive feedback about decision.
Diffusion TheorySlide7
Innovators – well educated, wealthy, lack influence within group, will try new things Early Adopters – influential, wealthy, educated – won’t try anything untested. Early Majority
Majority
Non Adaptors (Laggards)
Diffusion TheorySlide8
Dove Campaign For Real Beauty -- ResultsDiffusion TheorySlide9
Early View of Communication ProcessSlide10
Communication Process Illustrating Feedback Within Common Experience
Same model as the one we just discussed –
with
feedbackSlide11
Jargon or unclear language Misalignment with culture and values History of distrust Distractions Negative influencers Sources or spokespeople with no credibility Unreliable media
Gatekeepers
Factors the Hinder FeedbackSlide12
Communication Process ModelSlide13
Clarity – Be clear about your goal and message, use concrete wordsCredibility – Establish authority, elevated expertise Content – Explain message; must have meaning and relevance for
audience
Context – Consider situational relevance of message
Continuity – Ensure messages are consistent; use repetition
Capability – Know the level of understanding of receivers; will
they
understand message?
Channels - Determine how message will be shared; use
established
channels
7 Cs of Communication To Overcome Barriers